Advertising guru, Sir John Hegarty, claimed this week that of the up to 400 types of business or brands he has worked with in his career he has not come across an industry quite as "truly appalling" as wine.

Advertising guru, Sir John Hegarty, claimed this week that of the up to 400 types of business or brands he has worked with in his career he has not come across an industry quite as "truly appalling" as wine.

It was one of many startling claims and warning shots that Sir John fired out to leading figures of the trade at yesterday's Wine & Spirit Trade Association's annual conference.

Sir John, founder of the BBH advertising agency that has created ground-breaking advertising campaigns for the likes of Levi Jeans and Audi, argued he was well placed to cast such aspersions on the problems of the wine industry in that he himself is a wine producer making wines in the Languedoc.

In an openly provocative talk Sir John accused the wine industry of what he dismissed as "pathetic" and often "daft" ways to communicate and engage with consumers, "90% of which don't understand quality in wine".

This is an industry, he argued, that talked in a language the people it wanted to buy its products did not understand. What's more it actually goes out of its way to make itself "confusing and impenetrable" for consumers to understand and wants to keep "the mystery" of wine alive.

He said the wine industry was particularly "peculiar" in its ability to confuse consumers.

"Simplicity," he argued, "was the holy grail of communications. How do you get inside people's heads?"

The wine industry was spectacularly failing in the way it communicates to consumers to such an extent it was actually making them feel inferior. "Making people feel stupid or inferior is not a good selling proposition," said Sir John.

He challenged the wine industry to find ways it can "grow the market", get on the front foot, be bold and ambitious and look for "big ideas" that are going to change the way it engages with consumers. "You have got to have an idea that is bigger than just saying it is a function."

You also have to put yourself completely in the shoes of the "user" and think about how they might want to buy your product, said Sir John.

For example, he said, why not simply have wine bottles with labels saying exactly when and why they should be drunk. Be it a wine called "Weekend" which could be marketed for any day of the week - "your weekend starts here", or a "BBQ wine" an "Indian wine". Promote wine by the occasion it is going to be drunk.

He said he had also fallen in to the trap of having too traditional labels for his own wine and was going to change one of his wines to simply say "Open Now" on the label and a message "Well Done" on the cork for when somebody opens it.

He urged the industry not to just think about wine with food as its big selling tool. But think of the fun connotations you can have like a "rock n' roll" wine or a "jazz" wine.

"You have to create desire and an interest in your product. You have got to simplify it."

One of the biggest problems the wine industry has in addressing many of these issues is that it does not have any genuine brand leaders to drive and shape a coherent message to consumers.

He questioned the lack of work that had been around packaging and innovation in wine and argued that even the household hoover had done a better job at making in a boring, functional product something you would be happy to pay well over £100 for.

The only difference wine has in packaging is whether it is cork or screwcap. "This industry has done nothing to change. You have not given the consumer a chance to change," he stressed.